ITV Studios Daytime chooses Avid Maestro Graphics

Powerful new graphics toolset improves creative storytelling capabilities and workflow efficiencies for one of europe’s largest broadcasters


3D real-time graphics Avid Maestro Graphics ITV Studios Tom Cordiner

Updating ITV’s daytime studios brought an ideal opportunity to revitalize the broadcaster’s graphics capabilities. An extensive palette of Avid’s Maestro broadcast graphics tools is now fully integrated with an existing end-to-end Avid HD workflow driven by MediaCentral – the industry’s most open, tightly integrated and efficient platform designed for media.  This powerful combination allows ITV Studios Daytime to create unique, high-quality graphics for its most beloved live entertainment programs such as Good Morning BritainLorraineThis Morning, and Loose Women.

“For daytime broadcasting, graphics add a critical layer to the narrative of topical content, especially when we’re producing a wide variety of magazine-style stories,” said Tim Guilder, Technology Manager at ITV Daytime.  “As we move to our temporary home at Television Centre, incorporating an extensive toolkit of new Avid Maestro graphics solutions into our existing Avid infrastructure gives our graphics teams more creative freedom and the ability to integrate graphics directly into our live studio productions faster and more efficiently.”



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